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Top Sales Trends of 2016 - APTTUS Trends 2016_Final.pdf Top Sales Trends of 2016 . TABLE OF CONTENTS

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  • Top Sales

    Trends of 2016


    02 Introduction

    2016 Snap Shot

    What Does 2016 Hold for Sales?

    03 Meet the Experts

    04 16 Sales Trends

    05 Digital Transformation

    08 Sales Automation

    Tool Consolidation

    11 Predictive Analytics

    14 Death of Traditional Sales Funnels

    16 Omnichannel Sales

    19 End-to-End Sales Focus

    21 Alignment with Customer Success

    Happy Customers

    23 Alignment with Marketing

    Account-Based Sales Development

    26 Sales Playbooks

    29 Death of Cold Calling

    More Sales Creativity

    31 Thought Leadership

    Sales Leadership

    33 Top Sales Tools of 2016

    36 Conclusion

    About Quote-to-Cash

    About Apttus


  • 2016 in a Snapshot

    The Olympics are coming back around and so is the presidential

    election. A new generation of Star Wars is upon us and Batman will

    take on Superman in an epic battle. Apple is expected to announce

    the gen 2 of the Apple watch and Uber is promising driverless

    transportation. China is one-upping Uber as they experiment with the

    world’s first ever flying cars, virtual reality has now become a reality,

    and wearables are rumored to soon give way to embeddables.

    But what does 2016 hold for sales?

    We dug through e-books, white papers, blogs, and headlines. We

    attended conferences, webinars, and sales trainings. We spoke to

    experts, authors, executives, and sales leaders. We even asked those

    on the ground from top performing account executives, sales

    development reps, marketers, customer relationship reps, sales ops,

    and even buyers.

    We read and heard and learned a ton, just so we could share it with

    you. Enjoy!




    Nancy Nardin

    President & Founder,

    Smarter Selling Tools

    Greg Kaplan

    CRO & Managing

    Director, Bluewolf

    Chad Burmeister

    Author, Sr Director, Global

    Sales Development,


    Tom Taulli

    Writer, Forbes,



    Daniel Barber-Trenbath

    Vice President of

    Revenue, Node.io

    Kamal Ahluwalia

    EVP, Sales &

    Marketing, Apttus

    Ford Williams

    Enterprise Account

    Executive, ClearSlide

    Andrew Leigh

    Vice President Marketing

    & Alliances, Jitterbit

    Mary Beth Gargani

    Director of Customer

    Success, Apttus

    Matt Amundson

    Director of Sales



    Sally Duby

    General Manager, The

    Bridge Group Inc.

    Oceah Clark-Kasperzyk

    Director of New Business,


    Scott Kahan

    Regional Sales Manager,


    Deb Calvert

    Author & President,

    People First Productivity



    Jim Steele

    President, Sales &

    CCO, InsideSales.com

  • “2016 will be the year when sales leaders look to technology not just for executing tactically, but to be a strategic

    differentiator. More people will recognize that executing efficiency is table stakes. To win long-term, companies must

    strategically deploy technology that provides better outcomes and improvements in performance.”

    Nancy Nardin President & Founder Smarter Selling Tools


  • 1. Digital Transformation

    Emphasis on Speed Forces B2B Companies to

    Think and Act More like B2C Companies

    We are already knee-deep in the era of digital

    business, driven by cloud and SaaS models,

    connectivity, and smart technology. The world is

    moving at a faster pace than ever before, and

    businesses must remain adaptive, agile, and

    responsive to the shifts in market demands and

    customer expectations.

    While these may seem like concerns fit for a CIO, by

    rule of Trickle Down Techonomics, these steady

    changes will begin to have a direct impact on sales,

    particularly how reps approach deals, how managers

    outline process and strategy, and especially how

    customers make buying decisions.

    Business is accelerating and so will sales cycles.

    Digital business and cloud capabilities have also

    dramatically lowered barriers of entry meaning more

    companies can compete in the same space than

    previously. Expect greater competition over deals.

    Knowing your product as well as competition’s key

    differentiators will be important.

    1. BI / Analytics

    2. Cloud

    3. Mobile

    4. Digitization

    5. Infrastructure & Data Center

    Gartner’s Top 5

    Strategic Tech Trends:

    MITSloan Management Review

    “Strategy, not technology,

    drives Digital Transformation”



  • “The most productive sales teams will be supported by applications with simple, consumer-like user experiences. Any app, from quoting to forecasting, that is perceived as

    a chore rather than a choice, will hurt productivity and potentially revenue as well.”

    Greg Kaplan CRO & Managing Director



  • “If your sales development team isn't equipped with the latest and greatest sales technology in 2016, then you

    aren't penetrating your market like you could be. 2016 is the year of the Sales Development Representative!”

    Chad Burmeister Author, Senior Director, Global

    Sales Development, RingCentral


  • 2. Sales Automation Emphasis on Efficiency Through Tools and Processes

    Recent years have seen a huge interest and growth in

    marketing and sales automation tools, a trend very

    much validated by VC’s checkbooks. There are more

    and more sales tools available, all designed to help

    make reps more efficient and effective at selling.

    Author and influencer Chad Burmeister, at a recent

    conference, described it as “Every rep has the

    opportunity to wear the Iron man suite to work

    everyday and be 3x, 4x, 5x more productive.” Those

    who understand the tools at their disposal and

    maximize the potential will have a noticeable

    advantage against those who don’t.

    From a team wide perspective, there simply is no

    excuse for mindless and tedious manual work. Hours

    can be shaved off prospecting, dialing, emailing, data

    input, drawing up sales documents etc. – time better

    spent in front of buyers. Leaders need to audit and

    Taylorize1 their sales processes, augmenting manual

    steps with automation. Look to do so by selecting the

    right tools, not necessarily more tools.

    3. Tool Consolidation Expected Acquisitions and Bundling of Smaller Tools

    These two trends seem almost contradictory. Internally,

    teams will look to increase automation and efficiency

    with tool use. Externally, there will be an effort to shrink

    the number of tools available.

    The marketplace is near saturation. There is an

    abundance of small, standalone sales tools that can

    only solve one pain at a time. As a result, technology

    forward sales orgs are noticing their sales tool stacks

    are starting to become unwieldy and in some cases the

    variety of tools is detracting, rather than enhancing rep


    Many experts predict that 2016 will see its share of

    acquisitions, mergers and bundling of these tools as

    they are added as features into existing platforms.

    1 Taylorism is a theory of management that analyzes and synthesizes workflow, improving efficiency


  • “What to expect for 2016? Well, one is that predictive analytics may finally

    make an impact (I know, I know – this always seems to be the next big thing!)

    Already InsideSales.com is showing the power of this technology, essentially

    using the ‘Amazon.com’ recommendation engine as a clever example. But I

    think the real catalyst will be Salesforce, which is pushing hard on predictive

    analytics. There is Wave, of course. But Salesforce.com has also been ramping

    acquisitions, such as for Relate IQ and MinHash.”

    Tom Taulli Writer, Forbes.com

    Founder, OptionExercise.com


  • “In 2016, sales teams will stop wrestling with Excel spreadsheets

    for sales forecasting and will start using solutions that make

    forecast reports easily accessible right in their CRMs. Predictive

    technology will change the way sales teams work by improving

    their forecast accuracy and allowing them to roll up their forecasts

    in minutes, even in global and matrixed organizations.”

    Jim Steele President, Worldwide Sales & Chief Customer Officer, InsideSales.com

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